CSE Quick Tips
May 26, 2020
CSE Quick Tip #7

TO:   Sales Consultants & Sales Managers
SUBJECT:  CSE Quick Tip #7 – Reconfirm Your Telluride-Seltos Customer’s Needs. Every Customer. Every Time.
Date:  May 2020

It’s easy to skip the needs assessment with a confident and prepared customer. However, slowing this process down to reconfirm their needs and preferences will deliver a better customer experience that will increase close rates, retention, and repeat and referral business.

Deloitte’s Global Automotive Consumer Study revealed that more than 50% of all U.S. consumers spend more than 10 hours researching vehicles on their own before committing to a purchase. Another 30% spend between four and 10 hours doing online research on vehicles. Kia’s all-new Telluride and Seltos are attracting new premium customers who have done tremendous research on the Kia brand before coming to your showroom.

It is now essential that you make the customer’s online to in-store transition seamless and positive. These early adopters may have done a lot of research online, but the dealership offers the chance for them to experience those features they researched by seeing, touching, and driving the vehicle. This is an opportunity to confirm the Kia vehicle your customer researched is exactly what they want and need and to understand the customer’s expectations of the purchase process.

Survey results show lower customer experience from Telluride and Seltos customers, with the biggest area of concern being the lack of a proper needs assessment. Here are a few things you can say and do to find out more about these customers and their specific interest in the vehicle:

  • Acknowledge and show respect for the customer’s knowledge. (Approach the situation as a collaboration and an opportunity to understand the customer’s point of view.)
  • Engage the customer by asking questions to get him/her talking. For example, you can say:
    • “I know you’ve done your research, so what is it that excites you about the Telluride?”
    • “I’ll be asking some questions today to make sure the vehicle you are considering meets your specific needs. We have a vast product line at Kia with many trims and models.”
    • “I can appreciate the homework you’ve done. Let me bring that Seltos around and while you discover the vehicle, I’ll ask some questions to make sure the vehicle meets your specific needs. We might uncover another model or trim that could also be a good fit.”
    • “What competitive makes and models did you research before arriving here to look at the Telluride? In your opinion, how does the Telluride compare to other models?”
  • Demonstrate your concern for ensuring that the customer chooses the vehicle and trim level that best fits their lifestyle in your discussions.
  • Understand the customer’s expectations of the buying process.

By asking the right questions and conducting a thorough needs assessment with every customer, you are better able to…

  • Confirm the customer’s knowledge of the vehicle
  • Determine or reconfirm the customer’s needs/wants to provide a better delivery and more efficient explanation of features and functions
  • Improve customer retention and loyalty which may lead to more sales (repeat and referral sales)

You can still perform a needs assessment with customers while observing social distancing. Offer to connect using video conference apps, make appointments to reduce any wait times if customers come to the dealership, and observe social distancing to show customers you care about their health and safety.

Remember, conducting a needs assessment with every customer, every time increases loyalty to you, the dealership, and the brand. It’s your opportunity to stand out and make a great impression with Telluride and Seltos buyers!

Sincerely,

Sales and Field Operations Team
Kia Motors America, Inc.